1/The power of partnerships: radio’s unique trust factor

A discussion on partnerships was also compelling, with leaders from KISS, KFC UK&I and Bauer Media sharing how collaborations can challenge perceptions and build trust. Radio offers a unique space for brands to forge authentic connections with audiences. The discussion highlighted how KFC has used radio partnerships to showcase its community impact programs like Hatch, the KFC Youth Foundation and its partnership with FareShare for food donations. Rebecca Frank, Content Director (KISS), Danielle Ruggles, Brand Fame & Trust Lead (KFC UK&I), Tyler West, Presenter (KISS), and Krissie Ford, Group Client Director (Bauer Media)  emphasised how radio’s trusted environment allows brands to communicate messages that resonate on a deeper level. Listeners often form close relationships with radio hosts, making it an ideal platform to convey meaningful messages. This is particularly useful for brands like KFC, which want to showcase their community efforts beyond their core product offerings. Radio’s agility, with its ability to quickly adapt content, further strengthens its role in delivering powerful messages.

2/Social media: navigating the challenges of content consumption

Simon Kilby, Managing Director of Bauer Media, raised critical questions about the impact of social media on society, particularly regarding trust and mental health. He highlighted how social media has become a breeding ground for misinformation, contributing to anxiety and depression, especially among young people. Kilby pointed out that 8 in 10 people in the UK encounter fake news daily, with social media being trusted by just 27% of the population, compared to 69% for radio.

This growing distrust is having real-world consequences. Kilby noted that anxiety and depression rates among young people have risen by 70% over the last 25 years. He reflected on the pressure parents face to give their children smartphones, which can further fuel these issues. Kilby’s call to action urged the advertising industry to take more responsibility in navigating this increasingly complex digital space and to be aware of the potential harm it can cause to mental health.

3/Creativity is key: don’t lose it

In a fireside chat with Stephen Miron, outgoing CEO of Global, the focus turned to creativity. Miron’s inspiring story of transforming Global into a billion-dollar business emphasised the power of personality and influence in media. According to Miron, resilience and passion are essential for success in this industry, especially for the next generation. His advice for young professionals? “Know your stuff and be confident.” The theme of creativity carried over into other sessions as well, where speakers highlighted the importance of relying on gut instinct and emotional intelligence in decision-making. While data and logic have their place, creativity and human insight remain critical in driving innovation and making impactful decisions.

4/Big screens and big wins: the power of cinema

Cinema made a splash at the conference, particularly in a case study on Hotpoint’s Bailey the Beagle advert. The campaign proved that cinema, often overlooked in media mixes, can deliver impressive results. The study found that cinema’s ability to capture attention far outpaced other channels, with viewers engaging for 48 out of 69 seconds, a much higher rate than on other platforms. The campaign also helped Hotpoint reach younger audiences, with an 11% increase in engagement. As a result, the CMO convinced her team to create longer, 60-second ads, which were later adapted for other platforms. Cinema’s flexibility also allows brands to pair their campaigns with films or actors that align with their messaging, making it an exciting avenue for future media strategies.

5/The future is gaming

A standout session from Craig Tattershall, GEEIQ’s Gaming Strategy Director, highlighted the growing importance of gaming in the media world. He explained that gaming is not just a passing trend, it’s a major force in connecting with younger audiences. Brands are increasingly investing in virtual worlds, which not only help boost brand loyalty but also provide significant uplifts in engagement. Tattershall provided fascinating examples, such as Paris Hilton’s virtual world “Slivingland”, a Roblox game with a concept connecting the Hilton brand to Paris Hilton in playful, innovative way, which generated 27,000 CRM sign-ups . Another case involved Walmart, which has been integrating virtual environments into its broader social media strategy by mirroring items from the real world within these spaces. He emphasised that gamers expect brands to add value to their gaming experience authentically, stating, “By offering in-game items, real-life rewards or creating innovative initiatives within a virtual brand activation, brands can truly connect with gaming audiences.” This type of genuine engagement can help transform gaming audiences into vocal advocates, something more brands are beginning to realise.